Dentsu, Jos Alukkas' Ad Sparks Change
Dentsu India launches a film with its partner and one of South India’s Jewellery brand, Jos Alukkas.
The film aims to give out the message that the world is theirs' for the taking and it always opens doors for a brave heart. The film features South Indian actress and the brand ambassador, Trisha. The ‘shine’ of the jewels is metaphorically compared to the shine of the women who face numerous obstacles on a daily basis. These tough women have been an inspiration for the brand and through this film, it pays homage to them.
“We hope that we can inspire real change with this film. Of course, it’s about starting a conversation, because silence can never bring about change,” says the Managing Director of Jos Alukkas, John Alukka speaking on the film.
“The attempt was to tell a story every girl out there would relate to. At the same time, while we were making the film we ensured that it had certain cinematic values to it. The feedback we’ve been receiving is great. I believe, we’ve achieved what we wanted to,” adds the Creative Head of Dentsu India, Anjo Jose.
Vidya Sankar, Vice President, Dentsu India opines, “To me, ‘Shine On’ is not just a campaign. It is a movement that reverberates the ideology of what the brand stands for. It is a powerful way that puts the spotlight on the subdued, yet strong women in society that's sure to start the warranted momentum.”
